Robert Irwin, the son of the late Crocodile Hunter Steve Irwin, helped Bonds soar in its U.S. debut. The Australian underwear brand revealed its first campaign dedicated to the American market on April 3, featuring the conservationist in different underwear styles alongside wild animals. The campaign generated $8 million in media impact value in its first week, according to Launchmetrics. (MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.)

In perspective, Irwin’s campaign earned 7 percent more in media exposure than the brand generated in the entire year of 2024. According to Launchmetrics, the Australian star served as the top voice of the campaign, generating $3 million in MIV through his social media posts, with the top placement being worth $959,000 in MIV.

Robert Irwin’s underwear campaign for Bonds.

According to Bonds, the campaign achieved impressive numbers on social media, including 1.3 million TikTok searches for the term “Robert Irwin bonds ad” in the first four days of the campaign. The brand reported a 96 percent growth on TikTok, with the top video garnering more than 23 million views.

The brand’s partnership with Iriwn also paid off in organic social

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